I recently read an article from Inc. which asked ten successful entrepreneurs what they recommend companies NOT to do, when getting their message out to the marketplace.
I believe it’s worth sharing as many companies still use traditional marketing techniques that:
- Do not provide a return on investment
- Demotivate the sales team or the owner
- Soak up a huge amount of time
- Irritate the potential customer
In my experience, one of the greatest culprits of the above is the cold call.
Many people who favour this technique start by using a misleading statement (or downright lie) to get through to the person they are targeting.
It’s always amazed me that individuals think this is a good approach to a potential new relationship, i.e. it’s built on a lie from the outset.
As a company owner and advisor, I always discourage the cold call approach. There are many other ways to engage that are much more effective, that are a better use of time, and that get the relationship off on the correct footing (contact us for some examples and a chat on how to improve your marketing).
Anyway, there is some good advice in the article, which only takes around four minutes to read and digest. I recommend you take a look.
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